When buyers turn on the Kia Soul EV or next Sedona minivan, they will be greeted with a little song. Or in ad industry parlance, a jingle.
Kia Motors calls it "sonic branding," and it's coming to a car near you.
Think of it as being like the four- or five-note tones that denote certain mobile phone carriers, or the three-note chime that's always signified NBC (minus the peacock) or the "you've got mail!" intonation that went with internet provider AOL.
Kia Motors says its "sonic signature" will enhance customer interaction with the brand. They've even given it an entire score under the name, "The Rise of Surprise."
The test will be whether it's catchy enough to be remembered when you get a listenhere.
Though it will show up in the U.S. first on the Soul EV electric crossover and Sedona multipurpose minivan, "For the first time in the automotive industry, the signature sound will be applied to convenience and safety functions of vehicles, such as welcome and goodbye sounds, in addition to various warning indicators.," Kia says in a statement.
Kia sees a future for its jingle beyond cars. The South Korean brand is already trying to share the melody as a ringtone on mobile phones.
"At Kia Motors we have been putting a tremendous effort into creating sonic branding with a unified signature sound that delivers Kia's distinctive brand identity to our customers," says Ike Kwon, director of Kia's Global Brand Strategy Group, in a statement